Hoshiscope
A UX research project that uncovered critical trust, clarity, and positioning gaps; ultimately reshaping the product direction.
Role
UX Researcher, UX Strategist, UX/UI Designer
Timeline
4 weeks, March — April 2026
Industry
Fintech / Astrology / Behavioral Finance / Early Stage Startup
Deliverables
UX Research, User Interviews, Product Audit, Strategic Recommendations, UX Strategy
Quick Overview
Hoshiscope explored the intersection of astrology, behavioral finance, and investing. Over a 4-week UX audit, I conducted research to validate the product concept, uncover user expectations, and identify friction points around trust, credibility, and financial decision-making.
Rather than simply validating assumptions, the research revealed deeper strategic issues that challenged the existing product direction and influenced future positioning.
Problem
The product aimed to combine astrology with investment guidance, but early assumptions around trust, user motivation, and perceived credibility has not been validated.
Key challenges:
Users struggled to understand the real value proposition
Concerns around financial trust and legitimacy emerged quickly
Messaging created confusion between entertainment and financial guidance
Product positioning lacked clarity
Goal
Validate market demand
Understand user perception and trust barriers
Identify behavioral motivations behind astrology-based financial tools
Define opportunities for a clearer and more credible UX strategy
Research & Discovery
Methods
User interviews
UX audit
Competitive analysis
Behavioral pattern analysis
Stakeholder collaboration
Key Insights
Users were interested in astrology-driven self-reflection, but hesitant about financial recommendations
Transparency and educational framing increased trust
The product positioned itself too close to financial advising
Users preferred guidance and insight over direct investment suggestions
Strategy
The project shifted from feature validation toward strategic repositioning.
Recommendations included:
Reframing the product as an educational/self-awareness tool
Simplifying the onboarding experience
Increasing transparency and trust signals
Clarifying legal and ethical positioning
Building stronger storytelling around personal growth rather than investment outcomes
Solution
The outcome focused less on visual redesign and more on product direction.
Key deliverables:
Strategic UX recommendations
Revised positioning framework
Trust-focused UX improvements
Product communication recommendations
Future roadmap suggestions for onboarding and content strategy
Outcome
The research directly influenced the product strategy and challenged several initial assumptions.
Instead of validating the existing concept, the findings encouraged a broader rethink around positioning, messaging, and user trust.
Reflection
This project reinforced how UX research can shape business strategy, not just interface decisions. Sometimes the most valuable outcome is not confirming assumptions, but identifying where a product needs to pivot.
Next project
Purr Radar